TUKYSA | Pfizer — Michael Danz

TUKYSA REBRANDING | 2024

Our team was tasked with concepting, executing, and delivering a rebranding of our TUKYSA brand, with disease states in: metastatic breast cancer and metastatic colorectal cancer.

After 2 years of concepting, rounds of US and EU market research, and bidding photographers, our Biolumina/Link9 team hired Tim Tadder and Mike Campau to help bring our concepting efforts to life.

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Our team chose to shoot talent live and work with a CGI artist to create a background environment. In post-production we compiled both images to render the final composite.

LIVE ACTION

With footage from this photoshoot, our team curated numerous pieces of content for TUKYSA. Content included: convention tactics, cinemagraphs used for websites/banners/social, and attract loops. In addition to external tactics, our team created an internal excitement video for our brand clients.

SABCS 2024

Additionally, we captured portraits of the talent for future projects - including patient profiles. We retained the gel lighting style and technique for consistency.

PATIENT PROFILE | Photoshoot

Our team partnered with a patient engagement agency to produce and facilitate a patient testimonial video. Our team’s role included gathering content for print and digital patient tactics. I lead the direction on the shot list and worked on the ground with photographers to capture stills for each scene.

Convention work | ASCO & SABCS

For conventions throughout the year, I served as the lead art director for concepting, executing, and managing several projects that all come together to create an experience for our audience entering the TUKYSA booth.

ESMO 2024

At this year's European Society for Medical Oncology convention, our team worked with Go2 Productions creating a forced perspective video experience highlighting our interim campaign.

ASCO 2024

At this year's American Society of Clinical Oncology convention, our team developed a video presenting our interim campaign and brand claims.

ASCO 2023

Our team was tasked with creating 2 brand stories presenting TUKYSA at ASCO 2023. Here is one created to generate excitement with our presence.